Research On Marketing Strategy Optimization Of SX Company Under New Media Environment

With the continuous innovation of Internet technology,new media are constantly bringing new media methods to people in a more diversified form.Various communication channels such as microblog,We Chat,short video and live broadcast have emerged one after another.The popularity of new media puts forward new requirements for the marketing strategy of enterprises.At the same time,the digitalization and informalization characteristics of new media can also help enterprises obtain marketing effects more effectively.How to make good use of the advantages of new media to update marketing strategies and enhance market competitiveness has become an important issue to maintain sustainable development of enterprises.As a company focusing on the smartphone industry,SX has been developing rapidly in the fiercely-competing smartphone market in recent years.Relying on effective brand publicity and young-oriented product strategy,SX company has been consuming the market shares.However,SX company also has some problems in new media marketing management.This paper selects SX company as the research target and applies the relevant marketing theories,based on the analysis towards the Handphone Marketing Strategy of SX company,and the result of our survey,by referring to the 4P theory,analyzes the prevailing marketing strategy and existing issues of SX in the following four fields: product strategy,price strategy,channel strategy and promotion strategy.The research goals of this paper are as follows: Firstly,it analyzes the environment of SX company's marketing strategy under the new media environment,the macro-environment of SX company's marketing strategy by using PEST analysis method,the macroenvironment of SX company's marketing strategy by using Porter's five forces model and the marketing strategy of SX company by using SWOT analysis method,so as to locate the shortcomings in the planning and execution level of SX company when making strategies.Secondly,it analyzes the optimization design of SX company's marketing strategy under the new media environment.Under the guidance of network integrated marketing 4I principle,it puts forward targeted solutions to the problems of product strategy,price strategy,channel strategy and promotion strategy in SX company's marketing management,and puts forward specific product strategy optimization based on interest principle,price strategy optimization methods based on interest principle,channel strategy optimization methods based on interaction principle and promotion strategy optimization based on personality principle.Finally,it analyzes the marketing strategy optimization guarantee measures of SX company under the new media environment,including the scope of organization,talent,capital and culture,while meanwhile would provide the professional references to other players in the whole market.